Presenting

6 March 2023 welcome Kindest regards, Jules Lewis Gibson President & Creative Director Florists' Review Media Group Flower crown by Allure Farms Global Produce & Floral Show 2022 A s this issue arrives in your shop, a new season will be upon us— the first day of spring this year is Monday, March 20—as will all of the celebratory events for which people will be coming to you for flowers. Topping the list for most florists is, of course, Mother's Day, which, this year, is May 14—as late on the calendar as the second Sunday in May can fall. According to the Society of American Florists (SAF), Mother's Day accounts for 26 percent of all holiday floral transactions and 24 percent of all holiday dollar volume during a typical florist's calendar year, making it the No. 3 revenue-generating holiday behind Valentine's Day (No. 1) and Christmas/Hanukkah (No. 2). While Mother's Day is the granddaddy of flower-giving/buying holidays during the spring season, it's important to not shortchange all of the other celebratory occasions that provide revenue-generating opportunities—including the religious holidays of Easter (April 9), Passover (April 5-13), and Eid al-Fitr (the festive end of Ramadan, April 21-22)—and, perhaps more notably, proms, graduations and, yes, weddings. Did you know that May and June remain among the top four or five months for weddings, with 18 percent to 24 percent of all bridal couples tying the knot during those two months? (Statistics vary slightly depending on source and year.) To help you get inspired, excited and organized for Mother's Day and prom season, we have devoted this issue to those two occasions. First, don't miss "Making the Most of Mother's Day," which offers planning and preparation tips as well as merchandising, marketing and sales advice. Second, check out our steps for creating a "Prom Bar," which is certain to help you increase and streamline your sales of prom flowers while providing a fun experience for all of your prom-flower customers. Because managing your business and staff smartly and effectively is critical to maximizing your shop's profitably, particularly during busy times, we also offer two related must-read articles, "Are You a Great Manager?" and "Creating Engaged Employees." And there is so much more to absorb and enjoy in this issue, including features on hot new rose varieties, the latest research-backed info on cut flower care and handling, and what to look for in a flower-shop-specific POS system. Our purpose with this issue is arm you with all of the information you will need to have your most organized and profitable spring quarter to date! Finally, as always, I thank everyone who contributed to this beautiful issue and, especially, our loyal subscribers and marketing partners, who make it all possible!

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